Malaysia's most popular plug-in hybrid is now being built on home soil. Proton has started local assembly of the e.MAS 7 PHEV at its EV plant in Tanjong Malim, a shift that brings production of the model closer to the buyers who have made it the country's top-selling plug-in hybrid.
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Dinesh Raj chevron_right
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What rolled off the line
PRO-NET, the Proton subsidiary that runs the e.MAS brand, began locally assembled (CKD) production of the e.MAS 7 PHEV at the Proton EV Plant inside the Automotive High Tech Valley in Tanjong Malim on 31 July. The rollout was officiated by Datuk Seri Johari Abdul Ghani, the Minister of Investment, Trade and Industry, alongside Deputy Minister Sim Tze Tzin.
The plant now sources 30% of the vehicle's parts locally and employs 391 people. With this model in production, all three Proton e.MAS variants and their versions are assembled in Malaysia rather than shipped in fully built. PRO-NET frames the move as part of Malaysia's push to become a regional base for electric and hybrid vehicle manufacturing.
Why local assembly of the e.MAS 7 PHEV matters
The e.MAS 7 PHEV has been the strongest seller in its segment, with more than 4,500 registrations so far this year and over 11,000 bookings in total. Local assembly is the next step for a model that is already leading the segment, and it deepens the network of local suppliers that feed it. That usually translates into steadier availability and more room to adjust supply to demand.
Proton has said it plans to expand the New Energy Vehicle assembly plant at the Automotive High Tech Valley, an expansion expected to cost about RM37 million and lift annual production capacity to 42,000 units. The company also links the effort to higher-value jobs at the site, on top of the 391 already employed there.
New comfort touches for Premium buyers
Alongside the local build, PRO-NET added front massage seats to the e.MAS 7 PHEV Premium and Premium Plus variants. The powertrain is unchanged. The EM-i hybrid system pairs a petrol engine with an electric motor for a rated 4.3L/100km, up to 170km of electric-only range and a combined range of up to 1,065km, with DC fast charging and a full suite of ADAS driver-assist features.
"Today's rollout represents much more than the start of local production," said Zhang Qiang, chief executive of PRO-NET, pointing to the company's longer-term investment in local partners and manufacturing.
The takeaway
For Malaysian drivers weighing a plug-in hybrid, the e.MAS 7 PHEV now has local production behind it, which tends to help with parts, servicing and supply over the life of the car. The vehicle itself carries over, with the Premium variants picking up the new massage seats.
